Background

CellPoint Digital, the world’s leading payment orchestration platform (then known as CellPoint Mobile), was an early pioneer in enabling payments on mobile devices. As the Danish startup expanded into new markets and verticals, including air and travel, it needed a communications partner experienced in these sectors to help refine its messaging and develop an aggressive global marketing and visibility strategy for its next growth phase. As the company grew from a team of 30 to over 150 people, THINKINK worked closely with the company’s leadership team, evolving its product messaging and sales strategies, and served as CellPoint Digital’s fully outsourced marketing and communications team for over five years.

Approach

We initially focused on messaging for several solutions and product updates, launching Apple Pay with Emirates Airlines and conducting several roadshows to educate the broader airline community about the importance of improving their payment capabilities. We developed multiple communications strategies targeting airlines, ground transportation and rail operators, regionally and globally, and set up and managed CellPoint Digital’s presence at industry conferences targeting buyers within those sectors. Our strategies combined media relations and PR, thought leadership content, buyer education programs, industry research and trade association engagement, as well as industry conferences and events.

The A-Z of our scope:

• Business intelligence
• Business intelligence
• Buyer education & targeting programs
• Competitor & market analysis
• Conference strategy, marketing & management
• Design
• Digital marketing
• Email campaigns
• Executive training & counsel
• Explainer videos
• Human resources support
• Industry research and survey reports
• Lead generation & nurturing
• Marketing operations
• Marketing materials
• Messaging framework & guides
• Newsletters
• Outsourced Chief Marketing Officer & marketing team
• Paid and organic social media content & management
• Product launches
• Product messaging & marketing
• Product naming
• Product testing
• PR and media relations
• Speaker bureau & presentations
• Thought leadership strategy & content
• Website strategy and content

Outcomes

Over an 8-year period, we secured over 450 media interviews and placements in leading business and trade publications covering the airline, travel and payments industries. Across nearly 100 integrated campaigns spanning PR, marketing and sales support, we produced over 300 content pieces, including industry reports and whitepapers, website articles and blog posts, infographics, webinars and videos, sales brochures, product sheets and pitch decks. We saw a 419% increase in web traffic during the first four years of our engagement, and every aspect of CellPoint’s attendance at over 80 industry conferences was managed by our team, including sponsorship negotiations, booth logistics, speaker presentations, attendee outreach, and securing over 350 face-to-face meetings with high-value prospects.